William Shatner’s stalwart Capt. James T. Kirk died in the line of duty. Now the actor’s bargain-touting Priceline Negotiator is headed heroically to his final frontier in a new 30-second TV spot set to begin airing Monday.

Shatner’s been a pitchman for Priceline for 14 years. But an advertising change was needed to reflect the company’s broader strategy, the company said.